Week 01: Value and Willingness to pay
• Setting the Framework
• Elements of Value
• Value and Willingness to Pay (WTP)
• An Example: WTP
• From Problem Definition to Decision Making
Week 02: Indirect Measurements of Value
• Exaggeration Bias
• Second Price Auctions
• The Van Westendorp method
• Conjoint Analysis
Week 03: Survey Design, Constructs and Scales
• Defining Survey
• Asking the Right Questions
• Common Pitfalls in Survey Design
• Construct Validation
• Likert Scale
• Cronbach’s Alpha
Week 04: Segmentation, Targeting and Positioning
• Defining STP
• An Example: STP
• k means clustering algorithm
• Application of k means clustering to market segmentation
Week 05: Ethics of Marketing Research
• Ethical Dilemmas
• Price Discrimination
• Privacy and Targeted Advertising
• Influencer Marketing
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